The Pformation Of Fitness And Leisure Industry Is Difficult.

(603555) in the evening, it announced that in order to promote the strategic layout of the company's sports industry, the company is planning to purchase major assets related to fitness and leisure industry assets. The company's stock was suspended in December 12, 2016 and has been suspended since December 13, 2016.

According to the world clothing shoes and hats net,

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Such domestic sports brand giants are still trying to acquire more foreign brands and product lines, hoping to get more revenue in the market of sports shoes and clothing.

Celebrity endorsement + high frequency advertising, ten years of flying birds

This brand is born in the "shoes capital" in Jinjiang, Quanzhou.

Among the famous brands in the domestic market, Anta, 31st degree, Hongxing Erke and XTEP are all from the small city of Fujian.

Compared with Nike and Adidas, it provides international brands with high price products.

These sports brands originated in Fujian used to sell low-end sports equipment to gain market share in the early days.

After "star endorsement + CCTV advertising" mode made Anta a success, the rest of Fujian's sports brands also began to have brand awareness.

In 1997, Anta invited a well-known professional manager, Ye Shuangquan, who gave Anta founder Ding Shizhong a case of Nike rising with the help of sports stars. The two hit it off.

In 1999, Anta signed the table tennis world champion Kong Linghui at the cost of 800 thousand yuan per year, and produced almost 5 million yuan of profits in the first half of the year to advertise on CCTV sports channel.

In 2000, Kong Linghui won the men's singles champion of table tennis at the Sydney Olympic Games. At the same time, he shouted "I choose, I like" slogan on TV.

In 2000, Anta's sales reached 6 times in 1997, breaking 300 million yuan.

In the initial stage of development, you also learn from the "Anta model".

In 2002, you invited Andy Lau and Cecilia Cheung to be the spokesmen of brand image, and began to advertise high frequency.

The "Anta mode" has kept the noble birds steady growth for ten years in terms of performance.

In 2012, the development of the noble bird reached its peak. The company's operating income reached 2 billion 800 million yuan, and its net profit reached 500 million yuan, but after that, it showed a downward trend.

At the end of last year, the operating income of the bird had fallen to 1 billion 970 million yuan, and the net profit fell by 66% to 150 million yuan in 2012.

Once the low end sporting goods consumers invest in international brands after income growth, the low end market is limited.

It's not just the birds, but also other sports brands in the country.

Upgrading brand or diversification

"Domestic sports brands mainly adopt two ways in trying to solve stagflation.

One is to upgrade the brand, the two is to carry out diversified operation.

A sports industry insider told reporters.

Anta and Lining have chosen the path of brand upgrading.

From 2009, Anta acquired the operation rights of the FILA brand in China, including Hongkong, Macao and Descente, and the operation right of Sprandi in China.

After several years of operation, non Anta brand products have brought a lot of revenue to Anta. In October 27th, Anta group announced that in 2016 Q3 operation data showed that the growth rate of retail sales of non Anta brand products has reached 60% to 70%.

At present, the non Anta brands of Anta group are mainly FILA (Fei Le) and DESCENTE (Desanto). Because the Desanto brand has just started operation, the growth rate of 60%-70% is mainly contributed by FILA. This growth rate is enough to leave all the international brands behind.

Lining, who has had an unsuccessful experience in brand upgrading, has also turned to the acquisition of international brands to compete for high-end market.

In October 18, 2016, Lining completed his first acquisition in 8 years, and Li Ning Co and acennis co operated. Lining will exclusively operate Danskin in mainland China and Macao.

On the other hand, the precious birds choose the way of diversification, in order to break through the bottleneck.

Chen Yiceng, a senior adviser to the expensive bird, said that the "bird of honor" will shift from the manufacture of sports shoes and clothing to the operation of the sports industry.

With the change of new consumer groups and the change of sports consumption trend, the traditional sports consumption era will gradually develop into sports service industry, and competition entertainment and consumer services will become the upper level of sports industry.

Lin Tianfu, chairman of the noble bird, believes that the sports industry wants to be bigger. It needs to focus on sports activities with the largest number of development and the largest number of participants, and sports enthusiasts make investment layout for consumption hot spots. Sports goods consumption is only the foundation of the industry.

The goal of "noble bird" lies in sports consumption and service industry. Ultimately, the strategy of "big industry ecology + multi product operation" is to be realized.

In October this year, Guai bird bought the brand operation right of AND1 to cope with the weakness of its main business.

But this is not the first time that birds have laid sports industry.

Before that, Hongkong invested in Spanish football brokerage company BOY.

At the beginning of 2015, 240 million of them were in the stock market. In July 2015, the two sides jointly set up an investment fund with a total scale of 2 billion yuan and 1 billion yuan.

Up to now, domain capital has invested in more than 20 Internet plus projects, including knowledge of emperor Di, Yue run circle and salted fish game.

In June of this year, the precious bird invested 383 million yuan to buy part of the stake in Hubei Jie Xing and increased its capital. In July, the precious bird announced that it would invest 100 million yuan to increase the capital of Star Technology in Shenzhen and become its largest shareholder. In September, the precious bird invested 380 million yuan to buy 51% stake in the Xiamen shoe store held by Xu Songmao, Huang Jin and Tang Xinye.

Difficulties in pformation

Because investment projects are in the initial stage of operation, and at the same time, they are also affected by the long cycle of investment return in sports industry.

Although the general office of the State Council issued the guiding opinions on accelerating the development of fitness and leisure industry, it strongly supported the development of fitness and leisure industry, and the total industry scale reached 3 trillion yuan in 2025.

But from a financial point of view, fitness and leisure investment will continue to be a medium and long-term income.

You have experienced a continuous decline in performance.

According to the results of the financial report, the income and net profit of the precious birds in 2013 decreased by 15.74% and 19.79% respectively, and their revenues and net profits decreased by 20.21% and 26.27% respectively in 2014.

After two consecutive years of negative revenue growth and net profit growth in 2013 and 2014, the bird has successfully reversed its decline in 2015.

Nevertheless, the current main business income of the company is still declining in 2012.

The precious birds are experiencing a decline in main business performance, and investment output can not support the stage of rapid growth of overall revenue.

The path of pformation may have a great effect on whether or not the birds can fly again.

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